Radio leads with 72% ad volumes during 2021 West Bengal polls: TAM AdEx
Radio ruled the roost in the recent 2021 West Bengal Assembly elections, which saw a bitter fight between Trinamool Congress and the Bharatiya Janata Party. According to TAM AdEx data for the elections for the period February 2, 2021 to April 29, 2021, Radio was the most preferred medium, with 72% of the ad insertion share during the 2021 West Bengal assembly elections, followed by TV and Print with 27% and 1% shares, respectively. In comparison, in the 2016 West Bengal assembly elections Radio’s share was 50%, and it was closely followed by TV with a share of 49%, while Print’s share was 1%.
Also read: LIC of India tops advertisers’ list on Radio in Jan-Mar 2021: TAM AdEx
On Radio, 3% of the ad insertion growth was observed during the 2021 West Bengal assembly elections over 2016.
Across TV, Radio and Print mediums, National Party BJP led with more than 50% share of the Political Ad insertions in 2021, followed by regional political party Trinamool Congress with 39% share. In 2016, ad insertion share of Trinamool Congress was more than 51%, while that of BJP was 35%.
The Top 5 political parties had 99% share of Political Ad Insertions during 2021.
Ad Insertions of BJP increased by 20% during 2021 over 2016.
On TV medium, BJP was on top with 90% share of Ad Insertions in the 2021 West Bengal assembly elections, whereas in 2016, it was on 2nd position with 35% shares.
On the other hand, Trinamool Congress’ TV ad insertions came down drastically this year – from 48% in 2016 to a mere 2% in 2021. The party continued to depend more on Radio, with 54% ad insertions in 2021, which was a tad lower than 55% in 2016. It was the top most party in both the years on Radio medium, that is, 2016 and 2021.
In Print, BJP had 74% share of Ad Insertions in the 2021 West Bengal assembly elections, leaving all other parties in the state far behind. Trinamool Congress’ share was 7%, which was slightly more than the 4% ad insertion share the party had in Print in 2016.
According to TAM AdEx’s Week on Week analysis of Political Ads on TV, Radio and Print mediums, the maximum advertising done in traditional mediums was between Week 11 and Week 16.
Television
On TV, no Political Ads appeared during Week 8 to Week 10 of the West Bengal Assembly Elections
During Week 15, maximum Political Ads were done on TV
Radio
Maximum political advertisements were done during Week 12
During Week 14, maximum Political Ads were done in Print
In the 2016 West Bengal assembly elections, no Political Ads appeared on TV during Week 9 to Week 11. During Week 16, maximum Political Ads were done on TV and Print. Maximum political advertisements were done on Radio during Week 14.
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